#5318. The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency

August 2026publication date
Proposal available till 13-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Marketing;
Places in the authors’ list:
place 1place 2place 3place 4
FreeFreeFreeFree
2350 $1200 $1050 $900 $
Contract №5318.1 Contract №5318.2 Contract №5318.3 Contract №5318.4
1 place - free (for sale)
2 place - free (for sale)
3 place - free (for sale)
4 place - free (for sale)

Abstract:
Purpose: The motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the points of view of “contrast effect,” “engagement theory” and “transportation theory”. Design/methodology/approach: A 2 (novelty: congruent or incongruent) ? 2 (game interactivity: high or low) between-subject measures design was used. In total, 172 management students participated in the study. A 2 ? 2 between-subjects measure multivariate analysis of variance (MANOVA) was utilized to test the hypotheses.
Keywords:
Contrast effect; Engagement theory; In-game advertising; Interactivity; Novelty; Transportation of experience

Contacts :
0